Senior Brand Manager Drinks

Senior Brand Manager – Premium Spirits & Mixers

If you've built a spirits brand in Ireland, or you're an FMCG brand manager ready to move into drinks, this role gives you a portfolio of premium international spirits and mixers brands, and the room to decide how they win in the Irish market.

The company

My client is one of Ireland's best-known premium drinks brand builders. They've been in the market for over three decades and are known for spotting trends early and backing them. They represent a portfolio of international brand owners across the island of Ireland, and their brands are ones consumers ask for by name.

They don't see themselves as a distributor that simply moves cases. Their job is to take global brands and make them matter locally, through smart activation, strong trade relationships and marketing that gets noticed. The culture is energetic and fast-moving, and good ideas get backed quickly. People who like to challenge how things are done do well here.

The role

As Senior Brand Manager, you'll own the Spirits & Mixers portfolio across the Republic of Ireland and Northern Ireland. You'll work directly with global brand owners, take their strategy and make it land locally. You'll own brand equity, volume and budget, and you'll lead a Brand Activation Manager.

This isn't a role where you just carry out a plan handed down from HQ. The brand owners rely on you to know the Irish consumer and the Irish trade better than anyone, and to tell them where the growth is.

What you'll be doing

• Leading the brand strategy for ROI and NI. You'll turn global brand plans into locally relevant campaigns and act as brand guardian, making sure every design, activation and message fits the brand and reaches the right audience.
• Building strong relationships with international brand owners. You'll be their go-to partner in the market: presenting plans and results and making the case for local investment.
• Driving brand and trade activation across on-trade and off-trade, working closely with the Marketing Manager and Commercial teams.
• Equipping the sales team to win. You'll build compelling, insight-led sales decks and keep the team informed and enthusiastic about the brands.
• Owning the numbers. You'll deliver volume targets within budget and track distribution, rate of sale, sales and spend against budget, and SKU performance. You'll also own the monthly and quarterly performance reporting.
• Managing PR, events and media agencies through sharp briefs, honest feedback and a focus on measurable results.
• Leading and developing a Brand Activation Manager, making sure plans are joined up and consumer and trade engagement is delivered well.
• Spotting the next opportunity. You'll track trends in spirits, low/no and premium mixers, and lead strategic projects that shape the portfolio's future.

What you'll bring

• Marketing experience in FMCG, ideally in drinks. Spirits or alcohol experience is a real advantage. Strong FMCG brand managers who understand the drinks category and want to move into it will also be considered.
• 3–5+ years in brand management, consumer marketing or trade marketing.
• A strong commercial instinct, with experience managing brand budgets and delivering volume.
• Solid working knowledge of the Irish retail and licensed trade. Knowledge of Northern Ireland is a bonus.
• An analytical, strategic approach: you're as comfortable in the Nielsen data as you are in a creative review.
• Confident communication and presentation skills, including with senior international stakeholders.
• Experience managing people is desirable.
• Most of all, a real passion for building brands.

Why this role stands out

• The portfolio. Premium international spirits and mixers brands, in one of the most exciting categories in Irish FMCG.
• Real ownership. You'll have full P&L-level responsibility for your brands across two markets, not a narrow piece of a bigger plan.
• Visibility. You'll work directly with global brand owners and senior leadership locally.
• The culture. It's an ambitious, entrepreneurial business where new ideas are welcome.
• Career development. It's a genuine step up for a Brand Manager, or a chance for an experienced Senior BM to make their mark on a standout drinks portfolio.